A Study of The Role of Price, Product Quality, and Brand Image on Purchasing Decisions for Cosmeticts Products

Anna Kridaningsih

Authors

Anna Kridaningsih Universitas Mayjen Sungkono Mojokerto

Keywords:

price, product quality, brand image, purchase decision, cosmetics

Abstract

Before making a decision to buy a product, consumers need to rationally consider various factors. By considering these factors rationally, consumers can make informed purchasing decisions that suit their needs. The objective of this study is to assess the influence of price, product quality, and brand image on the purchasing decisions of MS Glow products. Accidental sampling was employed, with 120 respondents participating. Multiple linear regression analysis was utilized to explore the association between the independent variables and the dependent variable. The research outcomes substantiate that price, product quality, and brand image significantly affect purchasing decisions. These findings have noteworthy implications for devising successful marketing strategies for companies. The implications of this study emphasize the significance of considering these factors to enhance consumer purchasing decisions.

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